“ Whoever owns the ink in an industry is the one who gains an unfair advantage over their competition ”
- Verne Harnish , Founder of Entrepreneurs ’ Organization ( EO ) and Author of Scaling Up
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MARKETING STRATEGIES
WITHOUT A CLEAR UNDERSTANDING OF YOUR BUSINESS STRATEGY , YOU ’ LL BE LEFT TO RUN IN CIRCLES WHEN IT COMES TO DEVELOPING YOUR MARKETING STRATEGY .
We learned this lesson well in the early stages of Tulip Media Group . We were working with a Client-Partner in the consulting industry that had initially hired us to help roll out a new assessment program . We came in , got to fully know and understand their strategic initiative , and got to work moving things forward .
The challenges started appearing very quickly when we were not able to get the support we needed from them to build this part of their business . When we tabled the discussion , we discovered that the initiative was actually less of a priority for the Client-Partner than we had originally thought . Instead , they wanted to focus on growing the consulting aspect of their business .
So , we started from ground zero and developed a new strategy for their revised initiative . The same challenge arose again : we didn ’ t receive the support we needed , and it appeared that they simply weren ’ t motivated to grow their consulting business . As a consequence , we weren ’ t able to build any traction because we were not in sync with our Client-Partner ’ s business strategy .
We went back to the drawing board again and again , and each time they changed their minds and wanted to focus on yet another initiative . It became apparent to us then that their business strategy was unclear , and because of this , it wasn ’ t possible to develop an effective marketing strategy for them .
Now when we agree to bring on a new Client-Partner , we require that the business has a clear strategy for growth and some proven success . In this case , we can simply add fuel to the fire . We cannot create something out of nothing , but we can achieve positive outcomes for companies that understand their business strategy and have a good sense of where they want to go .
Our Client-Partner Metalfab Fire Trucks exemplifies success in this process . When Metalfab came to us , they knew exactly what they wanted to achieve . They knew the markets they wanted to expand in and they knew what they needed to accomplish , which was to secure more opportunities to reach potential customers for their $ 500,000 custom fire trucks . They ’ d been in business for a long time with a proven record of success ; they just needed help fueling their marketing and growth .
We were quickly and easily able to align with their business strategy and come up with an insightful marketing strategy that targeted fire chiefs in a very specific way . Because we were clear on where we wanted to go and what was going to take us there , we were able to develop and execute on a marketing strategy that has delivered incredible results . In fact , in 2020 , despite not having access to trade shows as their primary marketing channel , Metalfab managed to engage with as many prospects as they had in previous years without skipping a beat . Not to mention accomplishing this without having to step foot in a single trade show or conference has saved them an enormous amount of time and money .
Consider these contrasting examples whenever you ’ re looking at your marketing . Without a clear understanding of your business strategy , you ’ ll be left to run in circles when it comes to developing your marketing strategy . Only when you have achieved that full understanding should you begin to develop a marketing strategy that supports growth in that direction .
If you have a clear business strategy and you ’ re interested in working with us to develop your marketing strategy , I invite you to book a consultation with one of our digital marketing specialists at TulipMediaGroup . com . Our growing team would be happy to speak with you and determine if our programs would be a good fit for achieving your growth goals .
HOW TO WIN CLIENTS & INFLUENCE PEOPLE ANDY BUYTING
HOW TO WIN CLIENTS & INFLUENCE PEOPLE
ANDY BUYTING SECOND EDITION
WARNING Reading this book will
Andy Buyting ' s thought leadership journey started when he published his first business book in 2007 and first magazines in 2009 . Since that time , he has leveraged custom magazines and online digital content strategies to establish himself as a leading authority in content marketing and brand positioning . Through his company , Tulip Media , Andy and his team make these content marketing strategies and tools accessible to their Client-Partners .
www . TM . Media
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